LinkedIn is not quite the same network as it was a few years ago. Algorithms have changed, competition has increased. Today, marketers are debating whether to invest time in creating multi-slide carousels or focus on short but to-the-point posts. Some say visual content is superior, while others defend the power of plain text. Who is right? Let’s find out!
Changes in LinkedIn algorithms in 2025
The platform now prioritizes relevance over content freshness. This means that a quality post can continue to gain traction even weeks after it was published. The comment ranking system has also undergone changes. The algorithm now values long, meaningful comments (more than 10 words), which receive 2-2.5 times more engagement than short ones, as proven in their research by many experts, including Chris Donnelly – Autonomous SEO & AEO Growth Engineer.
Efficiency statistics: carousels VS short posts
Data from various studies clearly confirm the advantage of carousels. According to Socialinsider’s analysis, carousels achieve an average engagement rate of 6.60%, while images alone show 5.85%. Video posts have a 5.60% engagement rate (but the trend with video is deteriorating, as Linkedin is not a video platform), and purely text posts are significantly inferior with 4%.
Linkedin carousel keeps users’ attention much longer – 15-20 seconds per post compared to 8-10 seconds for single images or text posts. This is important for the algorithm, which reads the delay time on a post as a good signal of content quality.
A special advantage of the carousel is that every click to flip through the slides counts as an interaction. This means that one user gives several signals of engagement by staying on one post, which has a positive effect on its distribution in the feed.
How to write a post on linkedin that has a chance to “fly”: practical recommendations
Creating effective LinkedIn content in 2025 requires at least a minimal strategy. If you want to write a short post, then the optimal length for it is up to 500 characters. Such posts work as teasers that direct the audience to the main content (articles, for example) or just real-life posts aimed at communication and support.
The structure of an effective short post includes a powerful hook in the headline, which can improve performance by 20%. Also, use questions to grab attention – they generate more interest from the audience than pure statements. End the post with a clear call to action that stimulates comments and discussion.
For carousels, the first slide is critical. It should contain a bold headline, intriguing visuals, and a clear value proposition. Each slide of the carousel should contain one key idea with readable text and visuals. The most effective carousels are developed specifically for LinkedIn, taking into account the platform’s features (slide size, content specifics). Arrows and visual cues help users understand where to click to scroll.
Use thematic emojis for emphasis and add space between paragraphs for better perception. Sentences should be short and clear, especially in carousels, where each slide competes for the user’s attention and it is not a given that the next slide will be opened.
But longreads can be successful too! If you explain a relevant topic in a cool way, this is also an option to dilute your content with detailed expertise without being afraid of “a lot of letters.”
Opportunities thanks to LinkedIn
LinkedIn is gaining popularity in Ukraine every year. As of early 2022, the number of registered Ukrainian users was 3.6 million. Previously, many professionals neglected this social network, but now the level of maturity of the Ukrainian LinkedIn audience is actively developing. The number of users has almost doubled from 2022 to 2024, and a layer of cool experts has emerged, showing that LinkedIn has great potential.
The platform is especially actively used by IT companies to find specialists and create their own image. Every year this figure is increasing and now Ukrainian companies demonstrate high efficiency of the platform use.
For example, IO Technologies closed contracts for $50,000 in two months thanks to its active presence in the network, receiving 40% of leads from LinkedIn.
According to research, 39% of candidates in the world find jobs through social networks, including LinkedIn. This makes the platform a must-have for professional development, presenting yourself as a pro in the market and finding a job.
In general, LinkedIn is a platform that takes time to get used to, but when used correctly, it provides great benefits to both companies and individual experts.
Strategic recommendations for different purposes
Carousels are an indispensable tool for building a personal brand. They allow you to demonstrate expertise through structured guides, case studies, and educational content. Carousels also get more saves, which is an important signal to the algorithm about the value of the content.
Short posts are ideal for daily presence and maintaining audience engagement. They are effective for sharing thoughts in a “live” mode – quickly, and for initiating vital discussions.
For B2B sales, a combined approach shows the best results. Carousels are used to showcase case studies and educational content, while short posts are used to quickly engage with potential customers. However, each brand (including personal) should have its own strategy for adaptation and testing in this social network, because randomizing or doing like everyone else is not an ideal option.
- LinkedIn encourages a personalized approach to content. The platform’s artificial intelligence is better at showing content that is not trivial and boring, so “faceless” publications will have less reach, it’s a fact.
Conclusions and forecasts (not weather)
LinkedIn has become a more sophisticated and intelligent platform that rewards quality over quantity. Carousels are by far the most effective, as they are able to keep users’ attention and generate more interactions.
Success on LinkedIn in 2025 depends on understanding the new algorithmic priorities: quality interaction is more important than quick likes, relevance prevails over freshness, and authenticity is valued more than polished corporate content.
For the Ukrainian market, LinkedIn brings huge opportunities, especially given the growing number of users and successful cases of our local companies. At the same time, the platform is becoming critical for professional development and international cooperation.
Thus, we believe that the most effective approach in 2025 is a strategic combination of formats: carousels for in-depth expert content and authority in your niche, and short posts for daily presence and stimulating discussions. The key to success lies in consistency, strategy, quality, and understanding the needs of your audience.